Visualizing the Accessibility: Exploring Greek Tourism Enterprises’ Adoption of Infographics as Marketing Tool

As inclusive and accessible tourism continues to expand, communication barriers remain a major obstacle for travelers with diverse needs. This study examines how infographics can function as a strategic communication tool to enhance accessibility, inclusivity and comprehension in tourism marketing. A quantitative survey with 187 tourism businesses in Kefalonia, Greece, assessed perceptions of infographic use through constructs adapted from the Technology Acceptance Model (TAM) & Usefulness, Satisfaction and Ease of use (USE) frameworks. Findings show that perceived usefulness and ease of learning directly influence intention to adopt infographics, while ease of use and perceived efficiency affect adoption indirectly through satisfaction. The study advances tourism and marketing literature by linking accessibility with visual communication strategies and offers practical guidance for Destination Management Organizations (DMOs), Small and Medium-sized Enterprises (SMEs) and policymakers on using infographics to promote clarity and equitable information access.